Ferrari’s legacy drives Maranello ahead of 2026 Winter Olympics

MARANELLA, Province of Teramo — Ferrari, one of the world’s most iconic car brands, continues to define Italian identity and craftsmanship as the country prepares to host the 2026 Winter Olympics.

The automaker’s roots run deep in Maranello, where founder Enzo Ferrari established his factory in 1943. At the time, Ferrari trained local farmers to build his cars, a move that transformed the town’s destiny, according to Maranello Mayor Luigi Zironi.

“It’s a part of our identity,” Zironi said, noting that a Ferrari model is displayed inside city hall.

Today, tens of thousands of visitors travel to Maranello each year for the Ferrari experience, which includes the company’s museum and factory tours. The museum offers an up-close look at vehicles that have become legends in Formula One, sports prototypes, GTs and road cars.

“The nice thing about this museum is there is no barrier between the car and the visitor,” said Michele Pignatti Morano, director of the Ferrari Museum. “They are masterpieces. And there is no real masterpiece — each one is a single masterpiece.”

Ferrari’s influence extends beyond engineering. The brand is synonymous with passion and Italian culture, Morano said. “Ferrari is red. Ferrari is passion. Ferrari is Italy,” he added.

Visitors can also experience the thrill of riding through the hills of Maranello in a Ferrari, a sensation Morano described as “driving a dream.”

Ferrari’s racing heritage is equally storied. The company entered Formula One in 1950 and is the oldest and most successful team in the sport’s history. Scuderia Ferrari has won 16 Constructors’ Championships and 15 Drivers’ Championships, with legends such as Alberto Ascari, Niki Lauda and Michael Schumacher leading eras of dominance. Schumacher’s run from 2000 to 2004 delivered five consecutive drivers’ titles and six straight team championships, cementing Ferrari’s modern legacy. The team has claimed more than 240 Grand Prix victories and remains a symbol of innovation and prestige in motorsport.

As Italy showcases its heritage during the Milan-Cortina Winter Olympics, Ferrari stands as a powerful emblem of speed and style. Or, as Morano quoted Enzo Ferrari: “Which is the nicest car? It’s always the next.”